| dc.contributor |
Fakultas Ilmu Komunikasi |
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| dc.contributor |
|
|
| dc.creator |
Ulfa, Silvia Yuniarly |
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| dc.date |
2018-01-27 |
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| dc.date.accessioned |
2019-09-12T05:42:37Z |
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| dc.date.available |
2019-09-12T05:42:37Z |
|
| dc.identifier |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/9893 |
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| dc.identifier.uri |
http://hdl.handle.net/123456789/23957 |
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| dc.description |
Abstract. This research explains about marketing communication personal selling program Mirai + Bank BNP in increasing number of creditors. Mirai + program is a new program from BNP bank which is a loan program without collateral. Although the program is new but there are many who are interested in becoming a creditor in this Mirai+ program. This research uses qualitative research type with case study approach. This research uses dramaturgy theory where the theory of dramaturgy is a theory that has 2 aspects: front stage and back stage. This study describes the communication of personal selling marketing, where personal selling serve as effective marketing communication. Researchers examine the aspects of personal selling conducted by Bank BNP, how personal selling done by Bank BNP. Research conducted at the office of PT. Bank Nusantara Parahyangan has been running well. With this research personal selling done at PT. Bank Nusantara Parahyangan can be found that the process performed on the company has been running as it should in accordance with the operational standards of workers (SOPs) that exist. Can be seen with the increased sales of this Mirai + program in Bandung.Keywords: Marketing Communication, Personal Selling, Dramaturgy, Mirai+ Bank BNPAbstrak. Penelitian ini menjelaskan mengenai komunikasi pemasaran personal selling program Mirai+ Bank BNP dalam meningkatkan jumlah kreditor. Program Mirai+ adalah program baru dari bank BNP yang merupakan program peminjaman tanpa agunan. Meskipun program tersebut masih baru tetapi banyak sekali yang berminat untuk menjadi kreditor di program Mirai+ ini. Penelitian ini menggunakan jenis penelitian kualitatif dengan jenis pendekatan studi kasus. Penelitian ini menggunakan teori dramaturgi dimana teori dramaturgi merupakan teori yang memilii 2 aspek yaitu front stage dan back stage. Penelitian ini menjelaskan mengenai komunikasi pemasaran personal selling, dimana personal selling dijadikan sebagai komunikasi pemasaran yang efektif. Peneliti meneliti dari aspek personal selling yang dilakukan oleh Bank BNP, bagaimana personal selling yang dilakukan oleh Bank BNP. Penelitian yang dilakukan pada kantor PT. Bank Nusantara Parahyangan telah berjalan dengan baik. Dengan adanya penelitian ini personal selling yang dilakukan pada PT. Bank Nusantara Parahyangan dapat ditemukan bahwa proses yang dilakukan pada perusahaan tersebut sudah berjalan dengan sebagaimana mestinya sesuai dengan standar operasional pekerja (SOP) yang ada. Dapat dilihat dengan meningkatnya penjualan program Mirai+ ini di Kota Bandung.Kata Kunci: Komunikasi Pemasaran, Personal Selling, Dramaturgi, Mirai+ Bank BNP |
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| dc.description |
This research explains about marketing communication personal selling program Mirai + Bank BNP in increasing number of creditors. Mirai + program is a new program from BNP bank which is a loan program without collateral. Although the program is new but there are many who are interested in becoming a creditor in this Mirai+ program.This research uses qualitative research type with case study approach. This research uses dramaturgy theory where the theory of dramaturgy is a theory that has 2 aspects: front stage and back stage. This study describes the communication of personal selling marketing, where personal selling serve as effective marketing communication.Researchers examine the aspects of personal selling conducted by Bank BNP, how personal selling done by Bank BNP. Research conducted at the office of PT. Bank Nusantara Parahyangan has been running well. With this research personal selling done at PT. Bank Nusantara Parahyangan can be found that the process performed on the company has been running as it should in accordance with the operational standards of workers (SOPs) that exist. Can be seen with the increased sales of this Mirai + program in Bandung. |
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| dc.format |
application/pdf |
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| dc.language |
eng |
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| dc.publisher |
Prosiding Manajemen Komunikasi |
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| dc.publisher |
Prosiding Manajemen Komunikasi |
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| dc.relation |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/9893/pdf |
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| dc.rights |
Copyright (c) 2018 Prosiding Manajemen Komunikasi |
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| dc.source |
Prosiding Manajemen Komunikasi; Vol 4, No 1, Prosiding Manajemen Komunikasi (Februari, 2018); 208-213 |
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| dc.source |
Prosiding Manajemen Komunikasi; Vol 4, No 1, Prosiding Manajemen Komunikasi (Februari, 2018); 208-213 |
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| dc.source |
2460-6537 |
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| dc.subject |
Manajemen Komunikasi |
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| dc.subject |
Komunikasi Pemasaran, Personal Selling, Dramaturgi, Mirai+ Bank BNP |
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| dc.subject |
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| dc.subject |
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| dc.title |
Komunikasi Pemasaran Program Mirai+ Bank BNP dalam Meningkatkan Jumlah Kreditor |
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| dc.title |
Marketing Communication Program Mirai+ Bank BNP in Increasing The Number of Creditor |
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| dc.type |
info:eu-repo/semantics/article |
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| dc.type |
info:eu-repo/semantics/publishedVersion |
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| dc.type |
Peer-reviewed Article |
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| dc.type |
Kualitatif |
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| dc.type |
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